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THE PLAY'S THE THING

Published on April 27, 1998.

The National Basketball Association's newest "I love this game!" commercials are a departure from the usual testimonials from basketball-loving celebrities. Instead, the TV spots focus on the game itself. Each of three new commercials, created by in-house NBA Entertainment, Secaucus, N.J., takes a routine play but shows it in superslow motion, transforming into near poetry Shaquille O'Neal's post moves or the New York Knicks' trap-beating perimeter passing. Spots begin airing May 3 during NBA playoff telecasts on NBC, Turner Network Television and TBS Superstation.